FunPlus
FunPlus is a privately held Swiss-headquartered mobile gaming publisher operating 10+ free-to-play titles across strategy, RPG, puzzle, and adventure genres for global consumers, with over 2,000 employees and expansion into console/PC via the Aniimo franchise.
- Company typePrivate
- Founded2010
- HeadquartersZug, Switzerland
- Headcount1,001–5,000
- GTM typeB2C
- OfferingSoftware
What FunPlus does
FunPlus is a privately held global mobile gaming company founded in 2010 and headquartered in Zug, Switzerland, operating under parent entity KingsGroup Holdings (Cayman Islands). The company develops and publishes a portfolio of free-to-play mobile games spanning strategy MMO, RPG, adventure, and puzzle genres, including King of Avalon, Guns of Glory, State of Survival, Misty Continent, Stormshot, Sea of Conquest, DC Dark Legion, Foundation: Galactic Frontier, Aniimo, and Tiles Survive. With over 2,000 employees worldwide, FunPlus operates internal studios (FunPlus Studios, Studio Ellipsis) and maintains a publishing label (Kingsglory) for external developer partnerships such as Pawprint Studio's Aniimo.
The company's core technology is a mobile gaming platform distributed through iOS App Store, Google Play Store, and direct download channels, with user acquisition powered by Meta's AI value optimization advertising tools and attribution through measurement partners Adjust, AppsFlyer, and Singular. FunPlus monetizes via a freemium model combining in-app purchases for virtual items and premium content with in-game advertising. The company leverages licensed IPs (DC Comics for DC Dark Legion, King of Fighters crossovers) and develops proprietary IPs, with recent expansion into creature-collecting RPG (Aniimo, planned 2026 on Xbox, PC, and mobile) signaling cross-platform ambition beyond traditional mobile strategy.
FunPlus is a B2C business serving a broad global audience of mobile gamers with no named enterprise customers. Its only disclosed funding rounds date to 2012 ($13M) and 2014 ($74M, led by Orchid Asia Group Management), and no revenue figure has been publicly disclosed. Operational presence spans Europe (HQ in Zug, EU representative office in Barcelona), the Americas, and Asia, with active exploration of the Roblox UGC platform and ongoing publisher-developer partnerships.
FunPlus firmographics
Firmographics- Name
- FunPlus
- Legal name
- FunPlus International AG
- Website
- https://funplus.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- FunPlus is a privately held Swiss-headquartered mobile gaming publisher operating 10+ free-to-play titles across strategy, RPG, puzzle, and adventure genres for global consumers, with over 2,000 employees and expansion into console/PC via the Aniimo franchise.
- Ownership category
- akta.pro rank
FunPlus industry classification
Industry- Product category
- Mobile Gaming
- NAICS
- Software Publishers (5132)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Mobile & F2P Game Studios (MPAFAAAB)
- akta.pro secondary industries
- Strategy/4X/Management Game Studios (MPAFAAAK), Mobile Game Publishing & App Game Stores (BPAMAKAB), Mobile App Stores (General) (MPAFACAC)
Keywords
Where FunPlus is headquartered
LocationHeadquarters
- HQ city
- Zug
- HQ country
- Switzerland
- HQ region
- Europe
Offices2 records
Markets served
FunPlus business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Free-to-Play In-App Purchases: Core revenue model for mobile games where players download and play games for free, with optional in-game purchases for virtual items, currency, and premium content. This is the standard monetization approach across all FunPlus game titles.
- In-Game Advertising: Revenue generated through advertisements displayed within games, likely including rewarded ads and interstitial formats.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free-to-play with in-app purchases |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
FunPlus product offering
Product offeringCore offering
FunPlus develops and publishes free-to-play mobile games across strategy, RPG, puzzle, and adventure genres. Its portfolio includes titles such as King of Avalon, Guns of Glory, State of Survival, DC Dark Legion, and Aniimo, distributed globally through the iOS App Store and Google Play. The company monetizes through in-app purchases, in-game advertising, and AI-optimized user acquisition campaigns.
Product overview
FunPlus is a global mobile gaming company offering a portfolio of strategy and adventure games. The company operates multiple flagship titles including King of Avalon (medieval dragon warfare), Guns of Glory (musketeer-era strategy MMO), State of Survival (zombie survival), Misty Continent (Atlantis-themed action), Stormshot (island adventure), Sea of Conquest (pirate naval), DC Dark Legion (DC Comics licensed), Foundation: Galactic Frontier (space strategy), Aniimo (creature-collecting RPG), and Tiles Survive (puzzle survival). The company also maintains internal studios including FunPlus Studios and Studio Ellipsis for game development and creative projects.
Differentiator
Problem solved
Functional benefit
Brands
- Kingsglory: Publishing label under FunPlus used for publishing games like Aniimo
- FunPlus Studios
- Studio Ellipsis
Products and services
- King of Avalon Classic medieval strategy MMO where players build kingdoms, train dragons, and wage war to become the ruler of a united nation; targeted at mobile strategy gamers.
- Guns of Glory Free strategy MMO with multiplayer RTS and RPG gameplay featuring musketeer armies, airships, kingdom building, and global multiplayer interactions; targeted at mobile strategy gamers.
- State of Survival Zombie apocalypse strategy game where players build settlements and survive against hordes of zombies; targeted at mobile strategy gamers.
- Misty Continent Action strategy game set in the lost city of Atlantis theme, featuring battles against pirates and the undead; targeted at mobile action strategy players.
- Stormshot: Isle of Adventure Adventure game featuring shooter gameplay on a mysterious island; targeted at mobile adventure gamers.
- Sea of Conquest Pirate-themed strategy game involving naval warfare and conquest; targeted at mobile strategy gamers.
- DC Dark Legion DC Comics licensed mobile game featuring Supergirl, Superman, and other DC characters in an action strategy format; targeted at DC Comics fans and mobile strategy gamers.
- Foundation: Galactic Frontier Space-themed strategy game set in the Foundation universe; targeted at mobile strategy and sci-fi fans.
- Aniimo Creature-collecting open world action RPG with Twining mechanic that allows players to merge with creatures to unlock abilities; targeted at RPG and creature-collector audiences on Xbox, PC, and mobile.
- Tiles Survive Puzzle survival game with tile-based mechanics; targeted at casual mobile puzzle gamers.
Companies that use FunPlus
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
FunPlus technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
FunPlus partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- MetacoreMeta provides AI-powered advertising optimization technology for FunPlus's mobile gaming campaigns. FunPlus participates in Meta's value optimization programs that deliver higher return on ad spend by targeting higher-value users. FunPlus is one of the industry advertisers providing testimonials for Meta's improved AI optimization systems.
- Pawprint StudiocorePawprint Studio developed Aniimo, a creature-collecting open world action RPG, which is published by FunPlus under its Kingsglory label. Aniimo was announced during Xbox Games Showcase for release on Xbox, PC, and mobile in 2026. This represents a publisher-developer partnership where FunPlus provides publishing support and IP expertise.
Scale indicators1 record
Recent moves6 records
Expansion highlights6 records
FunPlus competitors and assessment
Company assessmentBroad incumbents
- NetEase: Major global mobile and online game publisher/developer with comparable strategy and RPG franchises (e.g., Knives Out, Onmyoji). Both companies operate globally distributed F2P mobile titles with cross-genre portfolios, though NetEase is publicly listed and substantially larger.
- Rovio (Sega): Mobile game studio behind Angry Birds, owned by Sega. Comparable as a long-tenured mobile F2P publisher with IP-driven franchise strategy and cross-platform ambitions.
- Pearl Abyss: Developer/publisher of Black Desert Online across PC, console, and mobile. Comparable as a privately controlled (before recent listings) game studio expanding multi-platform strategy/RPG experiences globally.
Direct peers
- miHoYo (HoYoverse): Major mobile-first F2P developer (Genshin Impact, Honkai) with cross-platform reach and crossover/IP-driven live service model. Mirrors FunPlus's bet on transmedia IP and console/PC expansion through titles like Aniimo.
- Supercell: Privately held mobile game studio owned by Tencent, known for hit-driven F2P strategy/town-building games (Clash of Clans, Clash Royale). Closely comparable as a large private mobile F2P operator with mature, long-tenured titles.
- Playtika: Public mobile gaming company focused on casual and social casino titles, with heavy reliance on UA platforms and live-ops. Comparable F2P mobile model and Meta-led UA approach, though oriented toward casual rather than strategy/RPG.
- IGG: Hong Kong-listed mobile game publisher (Lords Mobile) with global strategy MMO franchise. Highly comparable in genre mix, global mobile distribution, and live-ops strategy-game focus.
- Scopely: Mobile game publisher with marquee licensed IP titles (Monopoly GO, Stumble Guys). Comparable in leveraging premium IP partnerships (like FunPlus's DC Comics deal) and live-ops-driven mobile F2P economics.
- Playrix: Top-grossing mobile puzzle and casual game developer (Homescapes, Gardenscapes). Comparable as a global mobile F2P studio with diversified genre portfolio and heavy paid UA.
- Kabam: Mobile F2P studio known for Marvel Contest of Champions and similar licensed strategy/RPG titles. Highly comparable to FunPlus's DC Dark Legion in its licensed-IP mobile RPG positioning.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
FunPlus social profiles
Digital presenceFunPlus financial estimates
Financial estimateRevenue estimate
Valuation estimate
FunPlus leadership team
Management profileNumber of profiles
Profiles12 records
FunPlus subsidiaries and ownership
Company hierarchySubsidiaries1 record
FunPlus funding detail
Funding detailFunding overview
Funding rounds2 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FunPlus M&A and investment
M&A and investmentM&A
Investments8 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FunPlus
What does FunPlus do?
FunPlus develops and publishes free-to-play mobile games across strategy, RPG, puzzle, and adventure genres. Its portfolio includes titles such as King of Avalon, Guns of Glory, State of Survival, DC Dark Legion, and Aniimo, distributed globally through the iOS App Store and Google Play. The company monetizes through in-app purchases, in-game advertising, and AI-optimized user acquisition campaigns.
Is FunPlus a public or private company?
FunPlus is a private company. It is classified as venture growth investor backed and is currently operating.
When was FunPlus founded?
FunPlus was founded in 2010. It employs 1,001 to 5,000 people.
Where is FunPlus based?
FunPlus is headquartered in Zug, Switzerland, in the Europe region.
How does FunPlus make money?
Two revenue lines are on record. Free-to-Play In-App Purchases are the primary driver. The others are in-Game Advertising.
Who are FunPlus's main competitors?
Broad incumbents on record are NetEase, Rovio (Sega) and Pearl Abyss. Direct peers are miHoYo (HoYoverse), Supercell, Playtika, IGG, Scopely, Playrix and Kabam.
Does FunPlus have an API?
No public API is recorded for FunPlus.
What industry is FunPlus in?
FunPlus's product category is Mobile Gaming. Its primary akta.pro industry code is MPAFAAAB, Mobile & F2P Game Studios, with a secondary code of MPAFAAAK, Strategy/4X/Management Game Studios. Its NAICS code is 5132 and its SIC code is 7990.